The periodic publication of a business newsletter, electronic bulletin, or eZine is essential for the promotion of your company on the internet.
A newsletter is a publication that companies send with a certain periodicity — daily, weekly, or monthly— primarily through email. This type of information distribution is one of the most effective within digital marketing, which is why companies are increasingly encouraged to make this type of content and/or promote it.
What advantages and benefits does this type of content provide?
Helps create lasting relationships.
Sending interesting content on a regular basis helps the subscriber establish a quality relationship with the company.
Source of traffic to the web and social networks.
It’s vitally important to link to relevant content. Consequently, you must encourage the user with calls to action (special buttons).
In this way, customers will visit your website and social networks, or other resources. And if they are not yet part of the community, they may decide to follow you through other channels as well.
It doesn’t require a huge investment.
Carrying out periodic newsletter campaigns does not imply a large financial investment, or sometimes even none at all.
It’s a good channel for sales.
The use of newsletters is a good way to increase sales thanks to several strategies that can be carried out when creating it.
Some of them include information of interest about your products and/or services, offering a coupon, gift, or incentive, or even generating some kind of expectation regarding an event or something new that is going to take place soon.
Below we are going to discuss some basic considerations about how to use a newsletter to grow your business. Therefore, here are the 10 time-tested rules for you to follow if you want to succeed.
10 Tips to Promote Your Business with Newsletters
1. Take special care of your written expressions.
Remember that a large number of people will read the messages in your content, but also in accessing it in the least cumbersome way possible.
Try to keep everything polite and serious throughout all the articles, but avoid as often as possible the massive use of excessively technical terms and expressions. These can alienate potential subscribers unaccustomed to the “jargon” of your business. Therefore, it is necessary to reach the intermediate point between the specialized and the informative.
2. Properly organize your information.
In general, it is best to begin with a heading that introduces the publication, as well as its number.
Next, an advertising message can be included, trying not to exceed three or four lines. Don’t forget a table of contents, so that with a quick glance your subscriber knows what they are going to find in that article. And finally, introduce your message immediately, trying not to exceed 800 words.
3. Be thorough in controlling the volume of your bulletin.
Consider your ideal size and try to always stay within the chosen standard. As a result, your subscribers will have a clear understanding of the time they have to spend reading. Therefore, avoid large extensions.
The proverb “good things are brief” is perfectly applicable on the internet, especially to a newsletter.
You are already in the mailbox of your subscribers. Don’t make them waste a second more than necessary of their valuable time.
Try to introduce collaborations from other websites or businesses close to yours to keep the interest growing.
Don’t be afraid of giving support to potential competitors. Remember that the number of subscribers will increase gradually if they see that you are not just trying to sell yourself but are also providing useful and varied information about your sector.
4. Try to use the text delivery standard instead of using HTML.
The latter is much more attractive, but it will make your shipments slower. On the other hand, not all of your subscribers will use an HTML-compatible email provider.
If you finally decide to give priority to layout and color, be sure to offer a text version for clients who request it.
5. Convert your subscribers to your prescribers.
Introduce at the end of the newsletter the possibility to forward your newsletter through a “link” to other acquaintances who may be interested in it.
It’s an excellent, simple form of promotion that will not cost you anything.
6. Always offers the possibility to cancel the subscription in the easiest way.
The easiest thing is for the subscriber who does not want to continue receiving the newsletter to send you a blank email or follow a “link” to cancel.
You must be very scrupulous with this.
Immediately update your database to avoid sending a business newsletter to someone who doesn’t want your information.
Never forget that the subscription is voluntary. People consider unwanted communications as spam, which will affect your scores negatively.
7. Keep your database in a safe place and prevent it from being used by people outside your business.
Your database is your greatest asset, but remember that it is your customers’ data.
They have to be sure that no type of additional compensation is gained by your company (i.e. selling their email address) without their consent.
Do everything possible to prevent data breaches and any types of leaks. Consumers value businesses that take proper care of their data.
8. Use a professional mass mailing application.
Once your number of subscribers reaches a significant number, use a professional mass mailing application.
There are many of them on the market, easily configurable, and undoubtedly more powerful than your free email app. Services such as Mailchimp are created to help you make the whole process of mailing easier.
If you’re just starting out and don’t have a huge database yet, you can use additional services to find the email addresses of your clients. Nuwber is one of those. Build up your list of newsletter receivers and never stop expanding it.
9. Promote your business newsletter wherever and whenever you can.
Offer the opportunity to subscribe from your website. Mention the newsletter and how informative it is on your social media accounts. Share it with new customers when they first come for your service.
Basically, use every possible channel to spread the word that you have a newsletter and how beneficial it can be for potential readers.
10. Remember it in your press releases and communications.
In short, make your newsletter one of the beacons of your sector. Keep as many people as possible interested in receiving it.
If you comply with all these guidelines, rest assured that your website will register a considerable increase in visits and that the repetition of clients who come to your website will affect an increase in profits in your business.
Remember that on the internet, your goal must be to achieve recurring purchases or visits from your customers. Use your newsletter to influence the loyalty of your visitors. If you handle it well, you’ll see increased sales as a result.